2009

PSI India Case Study

INTRODUCTION

India has one of the highest numbers of people living with HIV/AIDS, second only to

Africa. Despite having only a 1% national prevalence rate of HIV, its large population of a

billion gives it this dubious honour. A mere increment in the prevalence rate automatically

translates into a large increase in HIV cases. This is where Population Services International

(PSI) India, headed by Sanjay Chaganti, hopes to make a difference by steering India away

from a national disaster. PSI India believes that this can be achieved by bringing AIDs into

the social consciousness and promoting safe sex practices.

PSI India currently promotes safe sex in two ways. The first way is through social

marketing of condoms. The second through the deployment of Interpersonal

Communicators (IPCs) who educate sex workers by personally speaking with them about

HIV/AIDS and encouraging the practice of safe sex.

However, through interviews with sex workers, PSI India learnt that many of the men

(the clients) preferred not to use a condom and needed education about safe sex practices.

PSI India intends to pursue this insight by developing a program specifically targeting males

who frequent sex workers to encourage the practice of safe sex. To this extent, it has

identified some challenges to overcome, the most important of which are (1) the

misconceptions about the transmission of HIV; (2) the lack of open discussion about AIDS

amongst the population and opinion leaders; and (3) the lack of motivation for people to

seek help regarding AIDS.

OPERATION LIGHTHOUSE

PSI India studied “HIV/AIDS” in 11 Indian port cities and found that these cities acted

as the “ground zero” for HIV/AIDS transmission throughout the nation. Based on the

insights gleaned from the study, PSI India conceptualized a behaviour change project called

Operations Lighthouse to curb the spread of HIV/AIDS.

PSI India articulated the objectives of Operation Lighthouse (OPL, see Table 1) and

secured $20 million USD from USAID to fund the project over a 5 year term.

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 No Objectives
.
1 Increase reported condom use among target population
2 Decrease number of sex acts with non regular partners
3 Increase correct STI diagnosis and treatment among target populations
4 Increased number of outlets providing condoms and other HIV/AIDS products
and services available where and when the target populations need them
5 A shift in the public environment that makes it more common for those at risk
and the general population to talk freely and intelligently about HIV/AIDS
6 Significant policy and perspective shifts toward prevention and care and
support from port management
Table 1 – Objectives of Operation Lighthouse

OPL would focus on high-risk male workers associated with the identified ports and

reach them with behaviour-change communications supported by condom social marketing.

PROBLEM STATEMENT

PSI India has identified mass media as the vehicle to achieve the project’s objectives.

The mass media campaign has the following objectives:

No Objectives Goal
.
1 To increase the perception of HIV / AIDS risk from Attitudinal
unprotected sex in non-regular partners by personalizing the Change
message and creating empathy through identifiable real-life
situations
2 To generate discussion about HIV/AIDS among the target Change Social
populations and opinion leaders in order to facilitate Norms
understanding and knowledge acquisition
3 To motivate people to access PSI’s HIV/AIDS Help Line and Behavioural
VCT services Change
Table 2 – Mass Media Campaign Objectives

PSI India solicited proposals from India’s leading advertising agencies and identified

Lowe Lintas’ (LL) proposal as its favourite candidate. Balbir Pasha (BP), a fictional character,

is proposed by LL as a means to provoke discussions about HIV/AIDS with the tagline

question “Will BP Get AIDS?” However, lingering thoughts remain about whether a mass

media solution, versus the status quo of utilising IPCs, is the only means to achieve the

desired outcomes.

We propose an integrated marketing communications strategy that uses a mixture of

media platforms through a campaign driven by LL with other on-the-ground activities such

as related events, IPC team (in Mumbai), helpline and counselling and testing services. The

proposal will be discussed in each area of an effective marketing communications strategy:

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target audience, communications design, budget, marketing communications mix and

results measurement. We also propose longer term steps that PSI India can take, beyond

OPL, to further its social cause.

MARKETING COMMUNICATIONS STRATEGY

TARGET AUDIENCE

While PSI India has identified its target segment as male migrant workers between

18 and 34 years old, we believe that this should be further expanded. The target segment

should encompass all male personnel working and living at or around the ports that could

potentially be infected with or spread HIV/AIDS. We used occupational segmentation to

identify the various potential target groups (see Appendix I) and classified them into risk

groups according to their sex behaviour patterns.

From Chart 1 (Appendix I), the low risk categories account for slightly less than 50%

of the total potential market. To be effective, the riskier (medium to high) markets must be

tackled first. Further, success in these segments will have a domino effect on the population

in reducing the prevalence of HIV/AIDS. Thus, low risk categories should not be targeted.

Chart 2 (Appendix I) illustrates the gender profile of the riskier segment. It is clear

that males account for a large proportion of this group. Further, insights from Sanjay’s

conversations with sex workers hint that little can be gained by targeting women. Thus,

women should be excluded from the target audience.

The age of this riskier, male group falls within the range of 20 to 45 years old as

compared to PSI India’s earlier target age group of 18 to 34 years old.

Therefore, the target market of OPL should be 20 to 45 year old males working as

casual employed port workers, sailors, port security, truckers, helpers, migrant labourers

and blue collared industry workers.

COMMUNICATIONS DESIGN

The communications strategy should be customized to meet the objectives of OPL

with the target audience in mind. Objectives 1, 2 and 5 (Table 1) lend themselves to the use

of mass media. Objectives 3 and 4 require increased resources in the form of STI clinics,
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shops as well as improving the condom distribution channels by talking to potential

retailers. Finally, Objective 6 has a specific target market (port management) and best met

by direct marketing and events (talks, seminars, roadshows etc) through IPCs.

Further, the use of mass media to address 5 barriers to the use of condoms (Table 3)

will bolster the effectiveness of the communications strategy to meet the project’s

objectives.

No Barriers
.
1 Trusting / Knowing a girl
2 Lack of Pleasure
3 She looks healthy
4 Loyalty to one or two partners
5 Lack of preplanning
Table 3 – 5 Key barriers to the use of condoms

Care has to be practised in shaping the communications strategy in India, where

open conversations about sex are considered taboo. The message should not be preachy or

too informational while establishing an emotional link with the audience. It should include

the subtle use of fear and leverage on the credibility of PSI India. Also, the focus of the

communications package should be on the particular barriers to condom use, as well as to

impart good knowledge of the transmission modes of HIV/AID. The results from Table B and

focus groups (in the case) suggest that there is a good general awareness of the disease

and its dangers.

Finally, the source that delivers the message is an important consideration. The key

sources identified are PSI India’s IPCs who have established rapport at the ground level.

They are trusted by both sex workers and migrant labourers. Another potential message

delivery source would a likable personality - someone whom the target audience looks up to

– like a Bollywood celebrity, sportsman or a union leader. Further, the casting of the source

in the media campaign in a role that the target audience may relate to, for example the

common port worker, could be used to create empathy for a more effective message

delivery. PSI India has narrowed the choice for advertising agency to Ogilvy and Mather

(O&M) and LL. Table 4 summarizes the Pros and Cons of these options including an

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evaluation of each option’s effectiveness in meeting the mass media objectives (see Table

2).

Given that majority of Indians, including many of those in the target audience, spend

their free time on media such as television, radio and film (cinemas), and ever imminent

traffic jams have induced the growth of billboards around the ports, the team believes that

the use of mass media in the project will be very effective.

Pros Cons
Ogilvy - Meets objectives 1 - Costly to produce
and - Can meet objective 3 with refining of the - Too direct
Mather’s advertisement - Difficult to meet
Proposal objective 2
Lowe - Meets objectives 1 and 2 - Costly to produce
Linta’s -3rd person perspective which can engage
Proposal people
- Can meet objective 3 with refining of the
advertisement
Table 4 – Pros and Cons of PSI India’s 2 advertising agency options

The advertisements should be dubbed according to the local language of each port

and sub-titled in the Hindi language for viewers who do not know the local language. PSI

India must note, however, that there might be non-local truckers and migrant labourers

who can’t read and understand the advertisements. But if open discussion about HIV/AIDS

is successfully generated (mass media objective 2), these workers will learn the message of

the advertisement through conversations with their peers.

Turning our attention to analyze the 2 advertising agency candidates, we believe

that LL’s proposal is much stronger than O&M’s. The latter’s proposal is too direct – India’s

social norms would oppose advertisements showing the middle finger and may offend the

target audience and hence has a lesser chance of engaging them. Furthermore, it does not

address the 5 key barriers identified.

On the other hand, the BP character created by LL is a much better fit for the project.

Via a fictional character with whom the target audience may relate with, campaign

objectives (Table 2) are met and the 5 barriers (Table 3) are addressed. Further, the BP

storyline provides a convincing conduit for fear and persuasion to be weaved into the

message and creates an emotional link with the target audience. Though BP will not meet

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objective 3 in the short run, this may be changed either by changing the message of the

advertisements of by other supplemental means in the long run.

A final point to note about communications design: while the use of IPCs to reach the

entire target market is not efficient, due to its limited reach when compared to mass media,

we believe that value remains in deploying IPCs, especially as a supplement to the mass

media campaign. In particular, they are able to engage the target audience personally,

provide an additional source of information to the people (for example, those who might

have lingering doubts about the messages intended by the media campaign) and provide

an on-the-ground feel as to the progress of the project in meeting its objectives. They may

create skits on the streets that have direct participation of the target audience and create a

buzz in the process of doing so. Further, their roles may include engagement of port

management and condom social marketing (not just to the target audience, but to potential

retailers as well).

Therefore, we recommend the use of the mass media and in particular, LL’s proposal,

to reach the target segment. This mass media campaign should be supplemented with

other on-the-ground efforts, including related events, helpline and counselling and testing

services. Specific to Mumbai, the enhancement of IPC efforts would augment the

campaign’s reach. The details of this communications mix and its related budget is

discussed in the next section.

BUDGET AND MARKETING COMMUNICATIONS MIX

We calculate the total budget for the above mentioned program using objective-and-

task method. The target market of OPL project is male workers of medium to high risk

status in India’s 11 major port communities. The market size is estimated to be

around 4.87 million people, based on various assumptions and presented in Chart 1 (see

Appendix 1).

PSI India’s Marketing Communications strategy should aim to reach 80% of this

market size, or 3,899,600 people., with a top-of-mind recall for 25% of the prospects, or

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974,900 people in total; followed by a corresponding increased behavior change (see

Measure Results)

In order to maximize the limited budget available for the entire OPL program, careful

consideration is given to the communications channels to effectively reach the target

audience. A multi-prong strategy utilizing both personal and non-personal communications

channels is recommended. Similarly, an effective media mix utilizing the various platforms

is proposed.

The first platform is outdoor advertising, such as billboards and posters, in areas that

are regularly frequented by the target audience, to achieve high visibility and maximum

impact. Large catchment areas would include red light districts, movie theatres, bus and

train terminals and rest-stops. The second media platform is the use of television

advertisements to reach the population of Mumbai. The main challenge of this approach is

the various dialects of the different migrant workers. In order to overcome language

barriers, the television campaign has to be executed across a comprehensive range of

channels, dubbed in local dialects and subtitled in Hindi, the main language in India. The

television advertisements could also be used as movie commercials as watching movies are

a favourite pastime in India. Placing daily advertisements in the main papers of Mumbai

would also increase visibility of the campaign. Using print media gives the readers

opportunity to slowly digest the messages of the campaign at their leisure. The last

proposed media platform is radio. As a lower cost alternative compared to television

advertisements, radio allows for higher frequency messaging and helps to extend the TV,

print and outdoor advertising messages to provide additional exposure. Online media is not

a proposed platform as our target audience is expected to have only limited access to

computer terminals or the Internet. Hence the Internet would not be where they consume

information.

Marketing communications mix also includes the use of events, activities and public

relations to supplement the mass media campaign. In this case, the talking points provided

by the media campaign will be reinforced by events at red-light districts. In Mumbai, these

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events will be fronted by IPCs who would wear t-shirts with the tagline “Will BP get AIDS?”.

Depending on the success of Mumbai’s pilot, similar events would be carried out in other

ports. These events should be organized around the various themes of the different

advertisements and leverage the talking points raised by the BP campaign. The IPCs’ role

would be to increase visibility by wearing the t-shirts, engaging the target audiences

through personal communication and by handing out relevant educational pamphlets that

deal with the current theme. The events would also provide another distribution point for

cheap condoms and enhance the target audience’s access to the product. Engaging the

media to cover the events would also provide credible coverage and raise the profile of the

BP campaign. It is proposed that the IPCs would engage port management to garner their

support for Operation Lighthouse as well as seed the path for a shift in company policies

and perspectives toward prevention. Further, the IPCs would engage potential retailers at

the locales where the target audience congregate to expand condom distribution channels

in these areas. Potential retailers include petrol kiosks, magazine counters, provision stores,

and even condom vending machines in toilets (canvassing building/outlet management

could facilitate this).

Engineering other public relations opportunities would also increase awareness for

the campaign. As celebrities and sportsmen, especially cricketers, possess an almost deity-

like status in India, the use of celebrity role models to endorse the BP campaign would

increase visibility and generate more talking points. Working with the main organizers of

various high-profile events such as Bollywood awards night, to encourage all celebrities to

the event to wear the red AIDS ribbon, would also raise the general awareness of AIDS. It is

anticipated that the above efforts would add to the reach and impact of the BP campaign.

Based on the information from Exhibit 5 (high prevalence states) and Exhibit 8

(major ports of India), OPL’s mass media strategy should first target the twin epicenters of

Maharastra and Tamil Nadu (four ports), followed by four ports within the high prevalence

states of Andhra Pradesh, Karnataka and West Bengal, and lastly the three ports within the

low-prevalence states of Goa, Kerala and Orissa (see Table 6). If the pilot in Mumbai is

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successful, it will be fine-tuned according to post-campaign survey recommendations and

rolled out as planned. Twin epicenters, Maharastra and Tamil Nadu, with two-thirds of

India’s HIV/AIDS cases, are allocated the lion’s share of 50%.

No State Prevalen No % of Total Notes

ce of marcom (USD)
port budget
s
Pilot Maharashtra High 1 1,360,000 Pilot in Mumbai
immediate post-effectiveness survey
Phase Maharastra High 1 800,000 excludes production
1 costs and IPC;
assumes 20k/tvc for
dubbing into local
dialect
Tamil Nadu high 2 1,600,000
Total 4 50 3,760,000
Phase Andra High 1 600,000
2 Pradesh
Kamataka High 1 600,000
West Bengal High 2 1,200,000
Total 4 32 2,400,,00
0
Phase Goa Low 1 450,000
3
Kerala Low 1 450,000
Orissa Low 1 450,000
Total 3 18 1,350,000
Total 11 100 7,510,00
0
Table 6 – Rollout strategy and budget allocation for media blitz
Funding sources for PSI are $20 million fund from USAID and revenue from condom

sales1. Budget allocation for campaign roll-out is estimated in Table 6. The projected

expense for the campaign’s initial marketing communications efforts leave approximately

$12.5 million of USAID funds for the next 5 years. This amount excludes estimated annual

revenue of S1.2 million from condom sales1. Together, money from both sources will be

used to meet PSI/OPL objectives via activities that include social marketing for condoms,
1
Estimating PSI’s revenue from sales of Nirodh & Masti condoms (PSI received 90% subsidy from the
GOI for its condom distribution, but the difference in price between its condoms and commercial
condoms doesn’t reflect this 90% subsidy, hence we expect much of this revenue can become PSI’s
profit from selling condoms):
BrandAverage Annual Sales (millions)Approximate Unit Price
(Indian rupees)Annual Revenue
(Million Rupees)Annual Revenue
(USD)Masti43.84167143.84166667Nirodh25.558330.575*14.69604167Total58.537708331,197,09
0.15***P=average price of Nirodh brands **Average Exchange Rate of 2002: 1USD = 48.9INR

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set-up of mobile VCT/STI clinics, provision of PPT for STI treatment, set-up costs for Help

Lines and the training and education of health care providers, IPCs and Help Line operators,

amongst others.

For the pilot in Mumbai, the recommended media campaign strategy is to

execute a 90-day media blitz and ensure maximum reach of the target audience. The

communications budget for the pilot in Mumbai is estimated to be USD 1.36 million for a 90

day campaign (see Table 7). Similarly, it is proposed that the efforts of the 90 day

campaign are sustained over 5 years by (i) an increase of 20 (people) in the number of

IPCs, which costs in total approx. $480,000; (ii) billboards shown all year-round (with the

content changed semi-annually) which costs $68,400; (iii) newspaper ads, TV and radio

commercials which are shown at lower frequency and costs about $250,000; plus (iv) other

activities including an immediate post-campaign effectiveness survey, additional condom

distribution points (improve access to condoms to support behavior change encouraged by

BP), other follow-up events, printing costs for additional educational pamphlets. Total cost

of all follow-up activities is estimated at $1 million or $200,000 per year for Mumbai.

A final note about marketing communications and PSI India’s condom social

marketing efforts: we recommend that this crucial activity continue, especially with a focus

towards opening the distribution channels for condoms to support the expected increase in

demand for condoms due to OPL.

Method Cost per Suggested Total Cost Note

(USD) exposure (USD)
Mass media 100,00 production 600,000 5 productions targeting
production 0 the 5 identified barriers,
plus one trailer
35s TV 300 spot 180 spots/ 285,000 Each commercial runs for
Commercial commercial; 18 days @10 times/day;
(series of 5) 50 trailer runs for 5 days @
spots/trailer 10 times/day
Newspaper 500 placement 180 ads over 90,000 Two ads/ day, one in
ads 90 days each of the two main
language papers
Billboards 1,200 month 3 months 3,600 Over 90 day campaign
Movie 100* Spot 900 90,000 Cost is estimated at 1/3
commercials of tv budget; Projections
based on 10 spots/day
for 90 days
Radio 80,000 Campaign 80,000 Cost is unknown,
* estimated at 10% of tv

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 budget
IPC 100 Week/IPC Original 15 60,000 Increased coverage for
IPC plus extra campaign duration. Cost
50 for 90 days of the original 15 IPCs is
covered by Funding from
Ford foundation (30,000-
50,000 annually).
Events 100,00 Campaign 100,000 Projected
0
Posters and 50,000 Campaign 50,000 Projected
pamphlets
Total 1,358,60
0**
Table 7- Estimated communications budget for 90-day pilot campaign in Mumbai

*estimated

**assumption is that total cost includes media buy, creatives and production

The general trend of total numbers of condoms distributed or sold (both through free

distribution and social marketing) remained fairly constant between1995 to 2001 (see

Figure 1). It can be seen that socially marketed condoms are on a general uptrend while the

opposite is true for free distribution of condoms. This implies that current condom social

marketing efforts from organizations such as PSI are “swapping” freely distributed condoms

for socially marketed condoms instead of growing the total quantity of condoms in the

market.

We expect a general uptrend for revenue from socially marketed condoms for PSI

due to this “swap” as well as the increased demand for condoms as the new marketing

campaign for PSI takes off (we have, however, remained conservative with our budget

estimates of revenue from condom sales above).

1400
Number of Condoms (in millions)

1200

1000

800 Freely Distributed

Social Marketing
600 FD + SM

400

200

0
1 2 3 4 5 6
Years from 1995-2001

Figure 1- Trends of freely distributed and socially marketed condoms

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 The current estimates indicate that 3 million condoms are being distributed or

socially marketed every day on average. It would take a huge army of IPCs from all the

NGOs combined to achieve such figures (almost 60000 IPCs if each IPC contacts 50 people

per day every day of the year and gives or sells a condom to each of these contacts). This

has the following implications:

a. There may be “pressure techniques” employed in social marketing to sell

more condoms which might defeat the purpose of encouraging personal purchases of

the condoms in the first place.

b. Freely distributed condoms may be indiscriminately given out (even to wrong

target segments) and the allocation of these resources needs to be refocused.

c. We may not be able to use this measurement as an accurate gauge of

increased condom usage.

MEASURE RESULTS

PSI India should measure success based on the following indicators, namely: (1) Mass

media target audience recall rate and its suitability in the first pilot test Mumbai. (2) Pre

and Post findings comparison from men’s focus group, (3) HIV prevalence rate in India, (4)

HIV prevalence rate of sex workers in Mumbai, (5) Condoms usage in India.

As Mumbai is the pilot, Measurement 1 is critical to determine the impact and

effectiveness of campaign and appropriateness of media mix. Mumbai’s success sets the

stage for the remaining ports and determines strategic communications direction for roll-

out. For example, is there is a need for new IPC teams and IPC-fronted events in other

ports? Firstly, PSI India must measure mass media target audience recall rate and its

suitability in the Mumbai pilot test. The effectiveness of the media campaign can be

measure through data collection from consumer surveys in aided or unaided forms. Some

questions can include: “Have you heard of BP, and from where?”, “On a scale of 1-5, how

much do you like the commercial?” or “Has your perception of HIV change in the last 6

months?” The results will go into making any necessary refinements for the next phase of

the project.

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 Secondly, the same statistics from the research studies conducted prior to OPL

should be re-evaluated to learn if there has been improvements pre and post campaign.

Using focus groups, pre campaign research findings show that the 2 age groups of men

hold certain perceptions of sex with various profiles of women (Table B). Post campaign,

the same research must be conducted and the results will allow us to measure any

improvements/ decline in the same barriers.

For points (3) HIV prevalence in India, PSI India should keep track of changes in the

rate of HIV transmission in India. These data can be gathered via government health

authority (possibility of riding on the Sentinel program), or from HIV testing centres. If the

campaign is effective, HIV rates should stay stable or decline for the country as more

Indians become aware of the situation and take preventive measures.

Point (4) measures the HIV prevalence rate of Mumbai sex workers. While we cannot

expect prevalence to go to zero, its spread can be slowed.

Point (5) relates to condom usage in India. If the campaign is effective, we expect

increased condom usage. These could be estimated by the growth rate of the entire

condom category. However, it should be noted that this measurement (as mentioned earlier

in the report) is only a proxy to the actual condom usage by the target audience. To bolster

this measurement, IPCs should also suss out the ground in their conversations with sex

workers if there is a general trend towards more men using condoms.

IMPLEMENTING THE MARCOM STRATEGY

Given the complexity and difficulty to communicate about sex and HIV in India, it is

critical to take a long term approach because consumers need time to internalise the

messages. The implementation schedule for Mumbai’s pilot is summarized in Table 8.

The strategy is to blitz Mumbai across the various media platforms and augment the

mass communications with an additional 50 headcount IPC team (total of 65 workers) plus

events and public relations efforts. To sustain the interest generated by the 90-day blitz,

the follow-up strategy post-campaign includes maintaining a prominent billboard and poster

presence, events and activities, and additional IPCs for the next 5 years, amongst others.

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 Educational pamphlets will feature the Help Line number and “call to action”

messages. For example, “Do you know someone like BP? Call XXX for more information”.

Period 7/
Marketing Period 1/ Period 2/ Period 3/ Period 4/ Period 5/ Period 6/ next5
Implementati 5 days 18 days 18 days 18 days 18 days 18 days years
on timeline: Trailer 90 day campaign Follow-up
Introduc
Pre TVC e BP
Launch version
TVC TVC 1 version 2 Version3 version 4 5 Follow-up
Print Subtle communication Hard communication ”
Radio Trailer Throughout, follows theme of TVC ”
As per TVC schedule – see Table 7 for media buy
MVC strategy ”
Outdoor Billboards, posters (intense) ”
On-ground IPC, events at red-light areas (intense) ”
Celebrities and
Key Opinion Port Union leaders’ endorsement Port Union events
PSI Hotline Invite callers
Table 8 – Implementation schedule

MOVING FORWARD

PSI India’s mass media campaign and continued deployment of IPCs would set the

stage for more open communications about HIV/AIDS and condom use among Indians, and

should change their targets’ behaviours. Looking beyond OPL, PSI India should capitalize on

the new found social openness to meet its long term goals.

Firstly, to motivate people to access PSI’s HIV/AIDS Help Line and VCI services,

sequels to BP series should be made in following years, to leverage the anticipated positive

results of the campaign. New characters can be introduced, for example, to educate people

on available resources for HIV/AIDS-related consultation and help.

Ideally, the BP series would evolve towards a “Tell a Friend, Tell a Loved One” theme

as the population becomes more at ease with having open discussions about sex.

Innovative condom social marketing schemes could also be adopted whereby members of

the target audience are encouraged or even incentivized to market condoms to their peers

whilst educating them about safe sex practices.

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 Increased provision of STI and VCT services through clinics near port workers’

working areas would give workers ready access. These services should be continuously

monitored for quality and performance against nationally benchmarked indicators.

We also propose enhanced training efforts, both in terms of quality and quantity, for

health care providers at PSI’s clinics and IPCs. Finally, as the message of safe sex becomes

entrenched in India’s social consciousness, PSI should target other modes of HIV-AIDS

transmission such as intravenous drug use and homosexual intercourse. This will contribute

to a holistic approach towards solving the problem of increasing HIV/AIDS prevalence in

India.

Conclusion

OPL is but a part of the ongoing battle in India against a pervasive, though

increasingly less unknown, enemy. We recommend going forward with the BP campaign

supplemented by continued deployment of IPCs, improving the skill set of the IPCs,

increasing the distribution and accessibility of condoms, creating new manuals about

HIV/AIDS and strengthening the HIV/AIDS helpline. OPL will focus on sowing the seeds by

educating the society and generating discussion through mass communications, paving the

way for future initiatives to reap the harvest.

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Appendix I

Demographic Risk Total Total Size Risk Final Target

Segmentation Size (percenta Target Size
(absolut ge)
e)
Formally Emp Port Low 70,000 1 0 0
Workers
Families Low 3,972,50 44 0 0
0
Migrant Labourers Mediu 2,250,000 25 2,250,00 2,250,000
m 0
1

Blue Collared Ind. Mediu 2,250,00 25 2,250,00 2,250,000

Workers m 02 0
Casually Emp Port Med- 150,0003 2 150,000 150,000
Workers High
Sailors Med- 20,000 0 20,000 20,000
High
Port Security (CISF) Med- 4,5004 0 4,500 4,500
High
Truckers and Helpers High 200,000 2 200,000 200,000
Sex Workers High 70,000 1 70,000 0
Total 8,987,00 100 4,944,50 4,874,500
0 0
Table A – Demographics Segmentation (Total Size)
1

Estimates of the number of migrant workers

Assumption Size
Total Male population 50% of total India's Population 500,000,000
Working age male population 30% of total male population 150,000,
000
Working male population in 50% of male population 75,000,
rural areas 000
Total migrant workers 30% of working males 22,500,
000
Total migrant workers in port 10% of total migrant workers 2,250,
areas 000
2
Equals number of migrant workers in port areas
3
Mean of the size estimate in the PSI Ports Assessment is used
4
Ibid.

Gender Size Size

(absolute) (percentage)
Male 4,057,000 98.3
Female 70,000 1.7
Table B – Gender profile of riskier segment

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